Feb 9, 2013: Ed Hardy the classic American brand which is into apparels and accessories and is known for celebrating the American tattoo as an art form is all set to enter into India. The brand is brought into India by Arvind Lifestyle Brands Ltd. A long term exclusive licensing agreement to manufacture and distribute Ed Hardy brand in India was signed by Arvind Lifestyle Brands and Iconix Lifestyle India Pvt. Ltd. Earlier Iconic Lifestyle India Pvt. Ltd. was formed after a joint venture between Reliance Brands Ltd. and Iconix Brand Group.
Arvind Lifestyle is planning to bring this brand into India during Autumn or Winter in 2013 and the company would be focusing on a new global product and pricing strategy. Arvind Lifestyle Brands which is one of the largest apparel brands in India with a host of brands under its umbrella is trying to target the youth segment with Ed Hardy which is known as a ‘cult classic’ and internationally recognised brand.